kotler03_media
28
MARKETING MANAGEMENT 12 th edition 3 Gathering Information and Scanning the Environment Kotler Keller
Transcript of kotler03_media
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 1/28
MARKETING MANAGEMENT12 th edition
3Gathering
Information and
Scanning theEnvironment
Kotler Keller
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 2/28
3-2
Chapter Questions_1
• What are the components of a modernmarketing information system?
• What are useful internal records?
• What is involved in a marketingintelligence system?
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 3/28
3-3
Chapter Questions_2
• What are the key methods for trackingand identifying opportunities in themacroenvironment?
• What are some importantmacroenvironment developments?
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 4/28
3-4
MIS Probes for Information• What decisions do you regularly make?
• What information do you need to make thesedecisions?
• What information do you regularly get?
• What special studies do you periodically request?• What information would you want that you are not
getting now?
• What are the four most helpful improvements thatcould be made in the present marketinginformation system?
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 5/28
3-5
Internal Records
Order-to-PaymentCycle
Databases,Warehousing,Data Mining
MarketingIntelligence
System
SalesInformation
System
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 6/28
3-6
Steps to Improve Marketing Intelligence
Train sales force to scan for new developmentsTrain sales force to scan for new developments
Motivate channel members to share intelligenceMotivate channel members to share intelligence
Network externallyNetwork externally
Utilize a customer advisory panelUtilize a customer advisory panel
Utilize government data resourcesUtilize government data resources
Purchase informationPurchase information
Collect customer feedback onlineCollect customer feedback online
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 7/28
3-7
Table 3.2
Secondary Commercial Data Sources
Nielsen
InformationResources, Inc.
MRCA
Arbitron
Simmons
SAMI/Burke
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 8/28
3-8
Needs and Trends
Fad
Trend
Megatrend
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 9/28
3-9
10 Megatrends Shaping the
Consumer Landscape
• Aging boomers
• Delayed retirement
• Changing nature of
work• Greater educational
attainment
• Labor shortages
• Increased immigration
• Rising Hispanicinfluence
• Shifting birth trends• Widening geographic
differences
• Changing agestructure
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 10/28
3-10
Environmental Forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 11/28
3-11
Population and Demographics
• Size
• Growth rate
• Age distribution
• Ethnic mix
• Educational
levels
• Householdpatterns
• Regional
characteristics• Movement
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 12/28
3-12
MattelMarkets inChina
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 13/28
3-13
Population Age Groups
Preschool
School-age
Teens
25-40
40-65
65+
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 14/28
3-14
Schwab’s Chinese-language Web site
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 15/28
3-15
Household Patterns
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 16/28
3-16
Economic Environment
$ Purchasing Power
$ Income Distribution$ Savings Rate$ Debt
$ Credit Availability
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 17/28
3-17
Types of Industrial Structures
Industrialeconomies
Subsistenceeconomies
Raw-material-
exportingeconomies
Industrializingeconomies
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 18/28
3-18
India – An Industrializing
Economy
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 19/28
3-19
Saudi Arabia –
A Raw-Material Exporting Economy
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 20/28
3-20
The Gap
“look” isrecognizable
everywhere
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 21/28
3-21
Social-Cultural EnvironmentViews of themselvesViews of themselves
Views of othersViews of others
Views of natureViews of nature
Views of organizationsViews of organizations
Views of societyViews of society
Views of the universeViews of the universe
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 22/28
3-22
Table 3.4 Most Popular American
Leisure Activities
• Walking
• Gardening
• Swimming
• Photography
• Bicycling
• Fishing
• Bowling
• Camping
• Jogging
• Free weights
• Golf
• Continuing
education
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 23/28
3-23
Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollutionpressures
Governmentalprotections
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 24/28
3-24
Technological Environment
Pace of change
Opportunities
for innovation
Varying R&Dbudgets
Increased regulationof change
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 25/28
3-25
Political-Legal Environment
Increase inbusiness legislation
Growth of special
interest groups
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 26/28
3-26
Unit Pricing on Store Shelves
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 27/28
3-27
Marketing Debate
Take a position:
1. Age differences are fundamentallymore important than cohort effects.
2. Cohort effects can dominate age
differences.
8/7/2019 kotler03_media
http://slidepdf.com/reader/full/kotler03media 28/28
3-28
Marketing Discussion
What brands do you feel successfullyspeak to you? Effectively target your
age group? Why? Which ones do not?
